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Your Guide To Entertainment Marketing and Performance (Collection) by David Reibstein, Phillip E. Pfeifer, Neil Bendle, Paul W. Farris, Patricia Esgate, Al Lieberman

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7. Publishing: The Printed Word Goes Digital

In this chapter, we explore the world of the printed word and how it comes to market, investigating books, newspapers, and magazines. Like many other entertainment platforms, publishing is in the middle of its own protracted drama, this one centered on the influence of digital technology—a villain to some and a hero to others. We leave it up to you to decide which it is. In any case, it is redefining this critical business segment.

In the Beginning...

At the heart of all that enchants and engages us—movies, music, television, and art—there is story. Story reflects our innermost yearnings and our greatest fears, allowing us to experience them in a safe place, far from whatever messy business might ...

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